Impact of Consumer Loyalty Report - Marriot Hotel

To identify the impact of
consumer loyalty and reward
scheme on their choices.

Table of Contents
TASK 1............................................................................................................................................1
1.1 Introduction............................................................................................................................1
1.2 Factors that contribute into the selection of research topic...................................................1
1.3 Literature review....................................................................................................................2
1.4 Research project specification...............................................................................................4
1.5 Gantt chart.............................................................................................................................5
TASK 2............................................................................................................................................6
2.1 Resources that are required to carry out research..................................................................6
2.2 Research investigation...........................................................................................................7
2.3 Collected data from different participants.............................................................................8
TASK 3..........................................................................................................................................10
3.1 Research evaluation technique............................................................................................10
3.2 Data analysis........................................................................................................................11
3.3 Recommendations................................................................................................................15
TASK 4..........................................................................................................................................16
4.1 Appropriate media...............................................................................................................16
REFERENCES..............................................................................................................................17

TASK 1
TITLE: To identify the impact of consumer loyalty and reward scheme on the behaviour of
people: A study on Marriot hotel.
1.1 Introduction
In modern world, business organizations perform their operations and activities in order to
get success at the marketplace. By implementing some strategies, they will be able to gain the
attention from their service users (Evanschitzky and et. al., 2012). Customer is one of the vital
element for which each and every enterprise perform operations in an effective manner. Some
consumer loyalty programs are conducted in market so that company will be able to increase
their profits and revenues. The loyalty among service users is based on some elements such as
quality service, expectations, values and engagement. If an appropriate two way communicate is
get established between end users and firm, then they will be able to sustain competitive
advantage at the marketplace.
The present project is based on Marriot hotel which perform their operations in hospitality
sector. They are implementing consumer loyalty and reward programs so that the behaviour of
service users can be identified. There are various tools and techniques which are used by the
researcher in order to complete the research in an effective manner. Some of the approaches,
philosophies, data collection methods, sampling are used by researcher (Henderson, Beck and
Palmatier, 2011). Along with this, an appropriate analysis has been performed so that impact of
loyalty programs can be evaluated. The current research is significant for both hospitality
industry and customers. Through this, manager of respective firm will be able to know about
needs and demands of the people so that issues can be resolved that are faced by them at the
workplace.
1.2 Factors that contribute into the selection of research topic
Customer loyalty is an outcome of positive behaviour and satisfaction level of people
towards the services that are offered by business organization. There are many factors which
contribute while selecting an appropriate topic for conducting the further research. Some of these
factors are like size, scope, time, resources, skills, knowledge and motivation (Schumann,
Wünderlich and Evanschitzky, 2014). If these will have defined and utilised in an efficient
manner, then the project will be conducted in a successful way. Size can be defined on the basis
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of limit of current study and scope is explained in the terms of sample size that is selected for
research. Some resources are used such as financial, personal, material and so on. If these will be
utilised in more effective manner, then overall project can be conducted on timely basis or given
deadline.
Skills and knowledge are required in order to conduct the research so that analysis and
interpretation can be performed. Along with this, interest of researcher also plays an important
role while selecting the topic. Apart from this, it is also necessary to make a problem statement
so that overall concepts can be analysed regarding to the field of study (Kang, Alejandro and
Groza, 2015). Through this, overall research questions can be resolved and it can be identified
that how consumer’s choice can be influenced. So, in this manner these factors contribute while
selecting the particular research topic.
1.3 Literature review
The researcher has to use secondary sources in order to collect the data from different
books, journals, articles and so on. It is necessary to evaluate the previous literature so that
overall research gap can be identified. Through this, relevant and authenticate information can be
gathered so that overall impact of consumer loyalty can be determined on their behaviour and
choices.
Customers loyalty programs
According to the views of Liu-Thompkins and Tam (2013) Customers loyalty can be
defined in the terms of transaction that a person purchases a product from a brand on continuous
basis. When this get increased then company will be able to attract many people towards their
services. Such type of brand loyalty is created among people on the basis of trust, satisfaction,
ease of use and emotional experience. On the other hand, Bijmolt, Dorotic and Verhoef (2011)
stated that loyalty programs are conducted at the workplace that are helpful in enhancing the
value but through this commitment may not be created by the supplier. This is also related to
some elements such as expectations, service, value and engagement. If expectations of
individuals are get fulfilled and they will be able to get quality services, then their satisfaction
level can be enhanced.
Xie and Chen (2014) says, there are various customer’s loyalty programs that are
conducted at the workplace so that brand image of an enterprise can be improved. Some of the
rewards, discounts, special offers, membership are offered to service users. After these, people
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